Role
Head of Design
Year
2023-2025
Platforms
Web, iOS, Android
It is part of the biggest Russian IT-company, is a major financial player offering B2C services like deposits, credit cards, and BNPL, alongside B2B solutions such as leasing and factoring. Initially supporting Ozon’s marketplace, it now operates as an independent business driving financial innovation.
10 bln €
Turnover per month
35 mln
Users
1
Product design
In short, I transformed product design in the company from a non-systematic, one-off approach into a scalable culture, both technically and humanly.
what I succeed
Integrate research into designers’ regular workflows to reduce time spent on unnecessary iterations.
Transition the product to its own design system, cutting time-to-market by 30%.
Foster a culture of “identify the problem – create a prototype – conduct research – refine and improve.”
2
Brand design
During my time leading brand design, we increased spontaneous brand awareness by 350% and boosted new customer acquisition through marketing channels by 10x
what I succeed
I built an in-house editorial team for the bank, establishing a unique style and Tone of Voice
— A user tester who meditated with Oak 1.0
We reimagined the brand from scratch, making it recognizable and scalable for new products
— A user tester who meditated with Oak 1.0
3
People and culture
When I joined, the team was around 13 people. Now, it’s 70 strong! We’ve grown that much in just a year and a half, while also boosting the quality, processes, and output of product design, brand design, and editorial – and had a lot of fun doing it!
what I succeed
Successfully grew the team almost 8x – and survived
— A user tester who meditated with Oak 1.0
Redesigned the team structure to prepare it for future scaling
— A user tester who meditated with Oak 1.0
Implemented unified hiring standards, performance reviews, and individual development plans
— A user tester's feedback on the visual metaphor of growing a tree in Oak 1.0
